The POSSIBLE conference in Miami from April 15th to 17th will bring together advertising and marketing executives to share ideas and insights on the latest innovations shaping brand management.
“We're really excited about this year's POSSIBLE,” Seho Lee, Head of Strategic Vertical Sales at Uber Technologies, said in an interview with Beet.TV Editorial Director Lisa Granatstein. “I'm really curious about what real-world use cases are being applied to businesses today. What are some forward-thinking ideas for the future?”
Lee said discussion and debate will focus on competition among streaming platforms, marketing partnerships with professional and college athletes, artificial intelligence and the development of viewer identifiers to replace tracking cookies.
Uber is building an advertising platform that differentiates itself from other media channels by giving brands a way to connect with customers who use their mobile app to hail a ride or order food. The company is also equipping more rideshare vehicles with tablet screens. App usage generates contextual signals such as geographic destination or intent to order food.
“Uber is in a very unique position because we know where our customers are going right now. We know you're in the backseat of an Uber,” Lee said. heading towards a specific destination. ”
He said contextual signals will power Uber's advertising platform in new and unexpected ways.
“From a creative perspective, how can we capture the consumer's attention and create a magical experience through brand integration, from the moment they order an Uber to the moment they arrive at their destination?” he said. Ta. “That’s the mission we’re on right now.”
